OPSM, Australia and New Zealand's leading eyewear retailer, had a clear vision for their digital future, but they needed a strategic partner to help them bring it to life. They were looking for a comprehensive overhaul of their online presence and strategy, and after competing against six of the best digital agencies in the country, they chose us to lead the charge.
Our mission was to transform OPSM's online strategy and create a digital experience as seamless and helpful as a visit to one of their 400+ stores.
Challenge
With a nine-step process, OPSM's online eye-test booking experience was a frustrating hurdle for customers.
Through satisfaction surveys, we discovered that users were often unsure of where they were in the process, which caused a drop in bookings. The experience was particularly poor for mobile users, who had no effective way to book an appointment.
With a nine-step process, OPSM's online eye-test booking experience was a frustrating hurdle for customers. Through satisfaction surveys, we discovered that users were often unsure of where they were in the process, which caused a drop in bookings. The experience was particularly poor for mobile users, who had no effective way to book an appointment.
The goal was to take a cumbersome process, streamline it, make it more intuitive for all users, and integrate it with OPSM's existing infrastructure, all while supporting a growing number of mobile visitors.
Solution
We approached this challenge with a phased, strategic approach, beginning with a deep dive into OPSM's business to understand their goals and their customers.
Insight-driven strategy
We immersed ourselves in all areas of the business, from operations and marketing to logistics and retail, to fully understand the customer journey and business goals. We partnered with OPSM's advertising and media agencies to form a comprehensive, collaborative team.
Optimise and build
We worked directly with OPSM's infrastructure, IT, and POS teams to distil the nine-step booking process down to its core elements. We reduced the amount of information customers needed to provide and designed a more helpful, information-rich experience by giving direct access to the POS system. This allowed customers to see what appointments were available with individual optometrists in real-time.
Boost and engage
To drive traffic and engagement, we developed multi-channel integrated campaigns. This included leveraging sponsorship deals with the AFL, NRL, and Cricket Australia, as well as creating innovative digital campaigns like the 'OPSM Sunshine Tour' and a 'Prescription Sunglasses' campaign with an interactive Facebook game.
Ecommerce build
We took on the challenge of getting a new online sunglasses store live in under two months. We worked with various internal departments at OPSM and integrated their ERP and logistics network (TNT) to create a fully responsive, multi-storefront solution for Australia and New Zealand. The platform was built using Magento, with HTML5 and CSS3 for a search-friendly, accessible, and elegant user experience.
Results
The results were a testament to a successful partnership and a holistic digital transformation.
An immediate lift in booking conversions (hundreds of percent).
Direct contact with stores via the “find-a-store” functionality saw a significant leap.
Bookings on mobile devices increased from a negligible 0.1% to 14%.
The sunglasses e-commerce project was delivered on schedule in under eight weeks.
The solution was fully integrated, covering both the AU and NZ markets and working seamlessly across all devices.
By partnering with OPSM, we were able to deliver a deeper, more relevant customer experience across all digital touchpoints.
We transformed their online presence from a fragmented system into a fully integrated, multi-channel solution. From simplifying eye-test bookings to launching a full-scale e-commerce store, we helped OPSM enhance customer engagement and drive tangible business results.
If you're looking for a partner to help you build digital solutions that last, let's talk.
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